Sales are climbing steadily, but big lift off will occur once the Games begins.
LOCOG has told toy retailers stocking London 2012 product to hold their nerve, as the sales peak will come and when it does it will take off steeply.
Suppliers including Golden Bear, Hornby, Winning Moves, Merrythought, Panini, MV Sports and Lego are looking forward to increased sales of their ranges.
Lesley Low, retail manager, licensing and retail, London 2012 (above) told ToyNews that it is on track to achieve its £1 billion figure for sales of licensed merchandise, with approximately 30 per cent of forecast trade already in the bank. “We have been experiencing a steady climb in sales since the turn of the year, but we don’t expect the big lift until Games time itself,” she said. “Although long lead time product is no longer available to order, some licensees are holding healthy stocks of best selling lines. This stock will be sold on a first come, first served basis, so the best advice is if you haven’t already bought into London 2012 and want to, don’t delay, do it now.”
Low also advised making it clear to customers which product is official. “For those trading in London and the South East, be prepared to welcome shoppers from all over the world – they may well need your informed help to fully appreciate some of our very British toy and game offer.”